Key Aussie campaign wraps for 2013

16 Dec 2013

This month marks the wrap of Tourism New Zealand's series of 'Every day a different story' campaigns for the year - campaigns that have been central to marketing activity in Australia over the past six months.

The successful 'Every day a different story' theme has formed the basis of four regional campaigns working to show Australian holiday makers that in New Zealand - every day brings a different experience.

Tim Burgess, Tourism New Zealand's General Manager Australia and Indonesia, says the use of a central theme across all campaigns is part of Tourism New Zealand's approach to run fewer, bigger campaigns in the Australian market - offering bigger partnership opportunities within each region.

"Early results are very encouraging, with 71 per cent of Active Considerers who saw the campaign saying they were motived by it.

"Each evolution of the campaign built off the momentum generated in the previous and continues to gain awareness and momentum in market."

The first phase of the campaign has generated impressive results driving some 190,000 visitors to newzealand.com.

Holiday arrivals from Australia are up 7.9 per cent for January - October 2013 on the same period last year.

"Partnerships played a key role in the campaigns and it is great to see that such a significant increase in traffic through to the regional pages on newzealand.com," says Tim.

"With much of our target market in Australia having already been exposed to previous campaigns, our focus is to build on that awareness, encouraging people to book a trip and experience it for themselves."

Across the four campaigns - the Central and Upper North Island, Wellington region and Marlborough, Queenstown and Canterbury regions took the spotlight, all showcasing the wide range of accessible experiences.

The focus now turns to Special Interest activity highlighting walking, cycling and golf before the 2014 ski season campaign which will start around April 2014.